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Notes:

A McKinsey & Co analysis shows that AI and digital solutions have cut fashion industry time to market by 50% and reduced manufacturing costs by 20%.

“On average, traditional sampling can take several weeks, especially if buyers expect to see a sample in the right fabric with an accurately colour-coded trim pack,” he says. By contrast, 3D sampling can be turned around within 24 hours".

Web3 and AI are being leveraged to create one-off garments, reducing waste by allowing consumers to try digital versions before production.

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Nearly half of Gen Z members have purchased digital clothing or accessories for their avatars in virtual spaces like Roblox. This demonstrates a significant shift in how fashion is consumed, with digital wardrobes becoming as important as physical ones for self-expression​.

50% of Gen-Z consumers look for digital fashion brands and designers to offer new and different clothes they can experiment with, which they wouldn’t otherwise try in real life.

The article suggests that digital fashion in the metaverse is reshaping consumer behaviour and brand engagement, offering new ways for brands to connect with younger audiences who are increasingly embracing digital experiences.

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Roblox says it has millions of users designing virtual clothing and accessories for its virtual worlds, and millions more willing to pay for these items to dress their avatars, according to a new survey released Wednesday by the company and Parsons School of Design.

The next challenge? Finding a way for established IRL fashion brands to tap into this market on a bigger scale.

Roblox, whose popularity soared during the pandemic and now averages over 50 million daily users, has given rise to a new wave of virtual designers creating items specifically for the metaverse, while allowing savvy brands and designers to open up new revenue streams by creating metaverse-only products or selling new items virtually before releasing them IRL.

This year, over 11.5 million creators have designed more than 62 million clothing and accessory items - also known as wearables - on Roblox, a 25 percent increase year-on-year from 2021, according to the report, which polled 1,000 users between ages 14 and 24.

Roblox says over half of surveyed users said they change their avatars' clothing at least every week, based on factors ranging from their mood to impulse-driven purchases, and where they are headed to in the metaverse at any given time. A majority of respondents had spent $5 to $10 on a single clothing or accessory item. A quarter of users owned over 50 items their avatar can wear.

"Just as in real life, it's fair to say that when you look good, you feel good and that equals confidence," said Gemma Sheppard, who partnered with Roblox to be the platform's first ever stylist, and is also the metaverse global fashion director of Dubit, the UK-based digital gaming developer. "So how your avatar is dressed sure as hell matters."

"Layered Clothing" Opportunities

Much of the virtual clothing for sale on Roblox was created by users, rather than established fashion brands. That's starting to change, as labels release Roblox-specific gear.

But the platform faces challenges such as the difficulty of making virtual clothing look as good as its physical counterparts, or building long-term interest from consumers when there's millions of items dropping. Roblox isn't alone in confronting these challenges - Meta had positioned itself as the metaverse's biggest champion, but has struggled to convince its billions of users of its appeal. Metaverse Fashion Week in March, which took place in the blockchain-based virtual platform Decentraland, saw technical limitations impede designers translating sophisticated brand images and real-world fashion into the virtual realm.

In April, Roblox launched what it calls "layered clothing," allowing users to mix and match a number of digital wearables. Users are able to buy a Burberry bag and wear it with a Nike top, a Gucci hat and Tommy Hilfiger jeans, for instance.

Nearly 11 million users have purchased layered clothing items to date, and 157 million have acquired both free and paid items, according to the report.

One example highlighted in the report was a recent collaboration between luxury womenswear brand Carolina Herrera, model Karlie Kloss and Roblox community creator @Lovespun. In September, Kloss wore a Carolina Herrera floral trench gown in the brand's New York Fashion Week show. Right after, the dress went live as a wearable on Roblox. selling 432 units within four hours. Within a week since launch, the gown was resold multiple times for the equivalent of over $1,000 on Roblox (Roblox's in-game currency is known as "Robux") and once for $5,000.

Another benefit of virtual design and layered clothing is that it allows brands a greater degree of experimentation, being able to "drop test" new items of clothing in Roblox, before deciding whether to create and then release physical versions based on their virtual success, Sheppard added, referencing a product drop by fast fashion retailer Forever 21 which sold out on the virtual platform, before being produced for brick and mortar stores.

Key Findings

IRL consumer trends translate to the metaverse. Trends such as Y2K dressing, popular across real life fashion with vintage sportswear, wide-leg jeans and low waisted cargo pants, are also relevant as virtual wearables. From January to September 2022, Roblox saw an 85 percent year-over-year increase in the creation of items labeled as Y2K, compared to the same period the previous year, and a 165 percent year-over-year increase in purchases of unique Y2K virtual items.

Consumers want diverse options in the metaverse. The majority of the survey's Gen-Z respondents agreed with the importance of digital clothing designs being inclusive. 70 percent stated that having a full range of skin tone and hair colour, textures and style options was important, while 64 percent stressed the need for a full range of body types.

The metaverse allows both brands and consumers scope to experiment. Nearly half of the Gen-Z consumers surveyed look for digital fashion brands and designers to offer new and different clothes they can experiment with, which they wouldn't otherwise try in real life.

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IRL brand names carry cachet in the metaverse. Two thirds of respondents said they were excited to wear brand name virtual items on Roblox. Brands like Forever 21, Alo Yoga, Nike and Puma have all established a presence on Roblox, while luxury labels like Gucci and Burberry have also launched on the platform in recent months. Tommy Hilfiger streamed its September New York Fashion week show, live, in a virtual simulation of the city on Roblox.

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A report by Roblox and Parsons School of Design sets out the myriad opportunities for both traditional and digital designers creating for the metaverse.

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Key notes:

A challenge the fashion retail industry is facing are returns. Costing businesses billions of pounds a year, analysts estimate. But they present a sustainability problem as well as a financial one.

"The British Fashion Council’s Institute of Positive Fashion Solving Fashion’s Product Returns report, published in March 2023, found that 3% of UK returns are not resold. Of this, 50% are sent to landfill, 25% to incineration and 25% are recycled."

Around 336,000 tonnes of clothing are thrown away in household waste in the UK every year, according to sustainability campaign group WRAP.

WRAP’s Textiles Market Situation Report 2019 showed that, of the used textiles collected in the UK, 60% are exported for reuse in other markets. In Ghana, 15 million used garments arrive every week.

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The scandalous reality of fashion retail’s returns

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Fashion businesses do not resell all the returned items they receive from customers, making a deep dent in profitability as well as the planet. Drapers examines what happens to this unwanted product, why retailers do not take it back and what needs to change to reduce its environmental impact.

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Material Exchange launches Deadstock Depot marketplace

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Deadstock fabrics are quickly becoming a go-to and with the Deadstock Depot, it's easier than ever to buy and sell them. Learn more in our PR here!

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Fashion Evolving: How Luxury Brands are Embracing AI to Stay Ahead of the Game

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Artificial Intelligence is transforming the fashion world in more ways than one. Apart from trend-setting, AI is being utilized in various other aspects of the industry, such as inventory management...

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The world of fashion is rapidly evolving, and the rise of digital fashion is at the forefront of this transformation. With Gen Z taking the lead in reshaping consumer preferences and the infusion of AI and immersive technologies, the fashion industry is poised for a digital revolution. In this blog, we'll explore the key takeaways from the intersection of digital fashion, Gen Z, AI, and sustainability, and how these factors are shaping the future of fashion.

Exploring Compelling Consumer Experiences in Digital Fashion

In the realm of digital fashion, the consumer experience takes centre stage. It's not just about offering products; it's about creating an immersive and captivating journey for the customers. Brands understand that the seamless, almost magical experiences they provide can be a game-changer in terms of customer engagement and satisfaction.

The desire to make sales with a single click is a pivotal goal for many fashion brands venturing into the digital landscape. This concept is not merely about streamlining the purchase process; it's about offering an experience so effortless that customers might not even realise how it happened. In a world where attention spans are dwindling, this frictionless approach can be a key differentiator.

Middle-level brands are taking the lead in the pursuit of innovative consumer experiences. These brands are more open to experimentation and are willing to embrace new technologies. They understand that the digital realm is fertile ground for creativity and innovation, and they're eager to explore uncharted territory.

On the other hand, A-list luxury brands, renowned for their tradition and heritage, often approach digital fashion with caution. They are less inclined to take risks and embrace virtual technology unless its benefits are well-proven. These brands have established a reputation for quality and exclusivity, and they want to ensure that their foray into digital fashion aligns with their image.

Quotes from industry leaders further emphasise the significance of consumer experiences in digital fashion. Andrew Bast, Editorial Director at Highsnobiety, sums it up nicely, "In the digital age, consumers demand seamless and almost magical experiences." The goal is not only to sell products but also to create an enchanting journey for the customers, one that leaves them delighted and eager for more.

In a survey conducted by Econsultancy and Adobe, 73% of fashion industry professionals identified customer experience as a top priority, highlighting the growing recognition of its importance. It's not just about the end product; it's about the entire process, from the first interaction to the final purchase.

The pursuit of compelling consumer experiences in digital fashion is not only about driving sales but also about building brand loyalty and ensuring that customers keep coming back. As the fashion industry continues to evolve, brands that excel in creating these magical experiences are poised to thrive in this brave new world.

Gen Z: A Force to Reckon With

Gen Z, the cohort aged between 11 and 26, is not just the future; they are already shaping the present and influencing buying decisions in profound ways. Their characteristics and preferences are redefining the fashion landscape.

Gen Z is a generation of co-creators and digital natives. They are not passive consumers but active participants in the brands and products they love. They express themselves through content creation, influencing trends, and sharing their unique perspectives. As Laura Gao, a Gen Z content creator, puts it, "We are the generation that has grown up with the internet, and we know how to leverage it to our advantage."

Gen Z is known for being vocal about their views, whether it's related to technology or climate change. They have a strong sense of social responsibility and are not afraid to use their voices to advocate for what they believe in. According to a report by Morning Consult, 79% of Gen Z believe that companies have a responsibility to help solve societal problems.

This generation also has a preference for authenticity over polished presentations. They appreciate real-life content that resonates with their experiences and values. In a world saturated with carefully curated images, Gen Z seeks raw, unfiltered perspectives. Brands that embrace authenticity in their messaging and content creation are more likely to connect with this generation.

Sustainability is a key concern for Gen Z. They are acutely aware of environmental issues and the impact of the fashion industry on the planet. A survey by IBM found that 66% of Gen Z is willing to pay more for sustainable brands. They demand transparency and eco-friendly practices from the companies they support. As fashion designer Stella McCartney points out, "Gen Z is calling for transparency and sustainability, and the fashion industry is listening."

To appease Gen Z, brands are adapting their strategies. Many are adopting social and influencer marketing approaches, recognizing that traditional advertising methods may not resonate as effectively. Gen Z responds positively to peer endorsements and the content created by influencers they admire. This shift towards influencer marketing is not just a trend; it's a strategic response to the changing landscape of consumer influence.

Gen Z's influence is already substantial, and it's essential to recognise that they are not alone in this digital age. Gen Alpha, the generation under 11, is emerging, and they come with a whole new set of expectations. These youngsters are expected to have even shorter attention spans and demand even quicker and more accessible experiences. As a result, the fashion industry will face new challenges in catering to this next generation. Gen Alpha will require innovative approaches to capture their fleeting attention and deliver tailored, accessible content.

AI's Role in Digital Fashion

As the fashion industry evolves and embraces digital innovations, Artificial Intelligence (AI) is playing an increasingly pivotal role. While the concept of the metaverse may raise some concerns, AI and Augmented Reality (AR) technologies are becoming significant drivers of transformation in the fashion industry.
AI-Powered Trend Prediction:
One of the most prominent applications of AI in the fashion industry is trend prediction. AI algorithms analyse vast amounts of data, such as social media posts, fashion blogs, and past sales data, to identify emerging trends and consumer preferences. This predictive capability empowers brands and designers to stay ahead of the curve. By understanding what is likely to be in demand, they can make informed decisions about their collections, reducing the risks associated with guessing consumer preferences and contributing to a more sustainable fashion industry.
AI in Fashion Photography and Styling:
AI is revolutionising the world of fashion photography and styling. Some forward-thinking brands and photographers are now utilising AI-generated models and digital stylists for their photoshoots. These AI models can be customised to fit various aesthetics and styles, saving both time and resources compared to traditional photoshoots. AI's role in fashion photography is not only efficient but also introduces new creative possibilities. As AI models become more convincing and versatile, they offer a fresh perspective on fashion imagery.
The Emergence of 'Prompt Engineers':
The growing influence of AI in the fashion industry has given rise to a new profession - the 'prompt engineer.' These professionals guide AI systems, offering creative direction and shaping AI-generated content. They understand the nuances of brand identity, aesthetic, and messaging, ensuring that AI-generated content aligns with the brand's vision. The emergence of 'prompt engineers' underscores the industry's acknowledgment that while AI is a powerful tool, human input remains essential to create content that resonates with consumers.
Integration of AI with Virtual Technologies:
While AI and virtual technologies may initially appear as separate entities, there is a growing potential for their integration. Combining AI's data analysis capabilities with the immersive experiences offered by the metaverse, virtual reality, or augmented reality can lead to innovative solutions. For example, an AI-powered virtual shopping assistant could provide personalised recommendations and style advice within a virtual store. This synergy of technologies has the potential to enhance customer experiences, making virtual shopping more engaging and convenient.
AI-Enhanced Client Ads and Personalised Shopping:
AI's role in client advertisements is expanding rapidly. Machine learning algorithms analyse customer data, such as past purchases, browsing history, and social media engagement, to offer personalised recommendations. This not only helps consumers discover products tailored to their preferences but also increases sales and customer satisfaction. Additionally, AI can assist in creating virtual try-on experiences, where consumers can visualise how a garment fits and looks on a virtual avatar resembling their own body shape, further personalising the shopping experience.

Transforming Supply Chains and Embracing 3D Printing

The fashion supply chain, traditionally a complex and often wasteful system, is now undergoing a profound shift. Digital fashion is helping brands reimagine the entire process, which includes design, manufacturing, storage, delivery, and even recycling.

Design: Digital tools, including 3D modelling and virtual prototyping, enable designers to visualise and iterate on designs more efficiently. This not only accelerates the design phase but also reduces the need for physical samples, cutting down on material waste.

Manufacturing: 3D printing and additive manufacturing technologies are revolutionising the production of garments. Brands can create custom-made, intricate designs with greater precision and minimal waste. This approach aligns with sustainability goals by reducing overproduction.

Storage: As digital fashion and virtual experiences gain prominence, the need for vast physical inventories is reduced. Brands can leverage on-demand manufacturing and digital wardrobes, minimising the need for extensive storage facilities.

Delivery: Advanced logistics technologies, including predictive analytics and smart routing, are streamlining the delivery process. This not only speeds up shipping but also reduces the carbon footprint by optimising routes.

Recycling: Brands are exploring innovative recycling solutions, such as turning old garments into new materials for 3D printing. This closed-loop approach promotes sustainability by reducing textile waste.

Virtual Experiences for Education and Engagement:
To make the fashion supply chain more transparent and engaging, brands are turning to virtual experiences. These experiences help educate and engage younger generations while providing insight into the complexities of the fashion industry. They can be valuable tools for explaining the design process, the environmental impact of materials, and the importance of sustainable practices. This not only fosters a deeper connection between consumers and brands but also contributes to raising awareness about the environmental challenges faced by the fashion industry.

Empowering the Next Generation

To thrive in this digital-first environment, equipping young people with AI skills and coding knowledge is essential. They can play a crucial role as 'prompters for AI.' Additionally, the diversification of audiences and the growth of niche communities present opportunities for future marketers. Curated content and community building are essential skills for the digital fashion landscape.

Challenges and Opportunities

The digital fashion landscape is a dynamic arena that offers both significant challenges and exciting opportunities for the industry. It's a space where traditional fashion houses face the prospect of reducing costs and improving profitability while simultaneously addressing challenges such as low profit margins due to supply chain costs. Here's an in-depth exploration of the challenges and opportunities digital fashion presents:
Reducing Costs and Low Profit Margins:
Challenges: Traditional fashion houses have long grappled with the challenge of maintaining profit margins. The fashion supply chain, with its various stages like design, manufacturing, storage, delivery, and recycling, often incurs substantial costs. While traditional practices have been entrenched in the industry, making changes to address these issues can be costly and complex.

Opportunities: Digital fashion introduces a potential solution to the persistent problem of low profit margins. By streamlining the supply chain, adopting sustainable practices, and leveraging digital technologies like 3D printing and virtual experiences, fashion houses can reduce operational costs. The shift towards digital fashion presents an opportunity to not only improve profitability but also promote sustainability, which aligns with the values of environmentally conscious consumers.
Creating Immersive Brand Stories:
Challenges: In the fast-paced digital world, capturing and maintaining consumers' attention is an ongoing challenge. Fashion brands must find ways to slow down online experiences to create immersive brand stories and experiences. This entails striking a delicate balance between quick content delivery and providing a rich, engaging brand narrative.

Opportunities: The digital space offers numerous opportunities for brands to create immersive brand stories. Techniques such as immersive storytelling, gamification, and interactive content can draw consumers into a deeper engagement with the brand. Leveraging virtual reality (VR) and augmented reality (AR) can transport consumers to unique, branded experiences that hold their attention and leave a lasting impact.
Shift from Hype to Rational Innovations:
Challenges: The fashion industry has often been associated with hype, driven by trends, influencers, and the rapid turnover of styles. This constant churn can sometimes overshadow more rational and sustainable innovations. Convincing consumers to embrace these innovations in a market driven by trends can be challenging.

Opportunities: The shift from hype to rational innovations is a positive development for the fashion industry. Consumers are increasingly valuing authenticity and sustainability over fleeting trends. Technologies like AI/AR mirrors and advanced sales assistance align with this shift. These innovations offer practical benefits, such as personalised shopping experiences and efficient customer support. By focusing on meaningful, customer-centric innovations, fashion brands can better cater to the evolving needs of their audience.

Sustainability in Digital Fashion

Sustainability has emerged as a central and pressing concern in the fashion industry. The focus on sustainability encompasses various aspects, and it is increasingly seen as a critical driver of success in the fashion world. Here's a more detailed look at this crucial aspect:
ESG (Environmental, Social, and Corporate Governance):
The concept of ESG, which stands for Environmental, Social, and Corporate Governance, has gained significant traction in the fashion industry. ESG principles encompass a range of considerations:

Environmental: Fashion brands are being held accountable for their environmental impact. This includes concerns about water usage, chemical pollution, and carbon emissions throughout the supply chain. ESG criteria assess how brands are minimising their carbon footprint, adopting eco-friendly materials, and reducing waste.

Social: Social aspects encompass labour conditions, workers' rights, and ethical practices. Fashion companies are expected to maintain fair and safe labour conditions in their factories and ensure that their supply chain workers are treated with dignity and respect.

Corporate Governance: Good corporate governance means that fashion brands should have transparent and ethical leadership, fair corporate practices, and effective oversight to ensure that the company operates in a responsible and sustainable manner.

Challenges in Embracing Sustainability:
Despite the growing emphasis on sustainability, the adoption of these principles by fashion CEOs and C-Suites has not been uniform. Many top-level executives have been slow to address sustainability issues due to several reasons:

Legacy Practices: The fashion industry has historically relied on traditional practices that prioritise profit margins and quick turnaround times over sustainability. Transitioning to more eco-friendly and ethical practices can be challenging and costly.

Consumer Pressure: While some consumers are demanding sustainable products, others prioritise affordability and trends. This creates a dilemma for fashion brands that must balance the cost of sustainability initiatives with their desire to meet varying consumer demands.

Short-Term Focus: The fashion industry has often had a short-term focus on immediate sales and profit, which can make it difficult for CEOs and executives to invest in long-term sustainability efforts. It may take time to see the financial returns on such investments.

Addressing Supply Chain and Waste Management:
To tackle sustainability issues, fashion houses are placing considerable importance on two critical areas: supply chain and waste management.

Supply Chain: The fashion supply chain, which includes sourcing raw materials, production, transportation, and retail, can have a significant environmental and social impact. Brands are now re-evaluating their supply chain practices, seeking eco-friendly sourcing, fair labour practices, and streamlined logistics to reduce their carbon footprint.

Waste Management: The fashion industry is notorious for generating significant amounts of waste, particularly in the form of unsold inventory and discarded clothing. Brands are exploring innovative recycling and upcycling solutions, as well as adopting circular fashion practices to minimise waste and extend the lifespan of garments.

The Significance of Avatar Style

The concept of avatar style, where consumers can design their own digital clothing and virtual fashion items, is gaining increasing importance in the fashion industry. This innovative approach is not only reshaping how fashion is consumed but also responding to the evolving values and expectations of younger generations, especially Gen Z and Gen Alpha.
Designing Personalised Digital Clothes:
One of the exciting aspects of avatar style is that it allows consumers to become fashion designers themselves. Digital printing technology enables users to design their own clothes, offering an unparalleled level of customisation and self-expression. This concept goes beyond traditional fashion choices; it's about creating unique, personalised digital wardrobes that reflect individual tastes and identities. It's a form of fashion that transcends physical limitations, where imagination and creativity know no bounds.
Virtual Fashion Items:
In addition to designing digital clothes, consumers can also purchase virtual fashion items. These items, which exist exclusively in virtual environments, range from accessories to entire outfits. They enable users to curate and update their avatars with the latest fashion trends without the need for physical clothing. The appeal of virtual fashion items lies in their versatility, offering a cost-effective and sustainable approach to fashion that resonates with consumers who value identity and representation.
Identity and Representation:
Gen Z and Gen Alpha are highly attuned to issues of identity and representation. They understand the power of digital spaces and avatars as tools for self-expression. Avatars represent more than just digital alter egos; they are an extension of one's identity and a means of conveying values and aesthetics. This emphasis on identity and representation is driving the adoption of avatar style, where consumers can dress their avatars in ways that align with their personal identities and aspirations.
Immersive Technologies:
Immersive technologies like Virtual Reality (VR) and Augmented Reality (AR) hold great promise in enhancing the avatar style experience. VR allows users to immerse themselves in virtual worlds where they can interact with others, shop for virtual fashion items, and showcase their avatars in a social context. AR overlays digital clothing onto the physical world, offering a seamless blend of virtual and real fashion experiences. These technologies make avatar style more immersive and engaging, further fuelling its significance in the industry.
Community Perception:
Brands are keenly aware of how their communities perceive avatar style and digital fashion. The fashion industry's pivot towards digital experiences can be seen as both a reflection of technological innovation and a response to changing consumer preferences. Brands aim to strike a balance between embracing these innovations and maintaining the authenticity and values that their community holds dear. It's about creating a meaningful and valuable experience that resonates with consumers while ensuring that the brand's identity remains intact.

The Future Landscape

The digital fashion landscape is on the cusp of a revolutionary transformation, where creativity is set to flourish without boundaries. As technology continues to advance and consumer expectations evolve, the future of digital fashion promises a dynamic and innovative landscape that combines the physical and virtual worlds.

In-Store Tech Enhancements: In physical stores, technology is poised to enhance the customer experience in unprecedented ways. Imagine walking into a clothing store where smart mirrors use augmented reality to virtually display different outfits on your reflection. You can customise the colour, style, and accessories of the garments without having to try them on physically. These in-store tech enhancements not only save time but also provide an engaging and interactive shopping experience that blurs the lines between the physical and digital realms.

Digital Garments: Digital garments, which exist solely in the virtual realm, are set to gain prominence. These items of clothing are designed with intricate digital details and patterns, making them entirely unique and customizable. Consumers will have the freedom to express their creativity by personalising their digital wardrobes, adapting their virtual attire to different occasions, moods, or social platforms. Digital garments offer a canvas for self-expression and will become an integral part of the digital fashion landscape.

Virtual World Avatars: Virtual world avatars are poised to become fashion-forward extensions of the self. Gen Z and younger generations will lead the charge in creating, customising, and embracing avatars that reflect their personal style and identity. These avatars will serve as digital representations in the metaverse and will wear digital garments designed by the users. As these avatars gain prominence, the concept of digital fashion becomes more tangible, representing a fusion of art, identity, and technology.

Gen Z's Influence: Gen Z, as the driving force behind the evolution of digital fashion, embodies a culture of innovation, exploration, and creation. This generation is unafraid to experiment with new technologies, pushing the boundaries of what is possible in the digital fashion landscape. Their influence goes beyond aesthetics; Gen Z is reshaping the way fashion is marketed, consumed, and experienced. They value authenticity, inclusivity, and sustainability, and their preferences will drive brands to adapt and innovate.

The future landscape of digital fashion is where traditional norms are challenged, and new paradigms are born. It's a space where consumers become co-creators, digital garments become the canvases of self-expression, and avatars represent the fashion-forward identities of the metaverse.

Conclusion

Digital fashion is a dynamic and transformative space where technology, sustainability, and consumer experiences converge. As the fashion industry navigates these changes, the key to success lies in embracing innovation, addressing sustainability, and understanding the power of Gen Z. The future of fashion is being shaped by a new generation that is unafraid to play, experiment, and create.

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Digital Fashion Shaping the Future of Consumer Experience

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Our latest blog looks at Digital Fashion Shaping the Future of Consumer Experience. Find out more about this latest movement.

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The metaverse is a new world where users interact, play, and dress their avatars - opening up opportunities for designers and brands to meet the rising demand for digital fashion. According to Morgan Stanley, the metaverse could generate $50 billion in sales for fashion and luxury by 2030. However, to unlock this potential, brands must understand what fashion in the metaverse is and how it impacts the industry.

The metaverse allows users to create virtual wardrobes and express individuality. It helps fashion labels increase customer exposure and experiment with designs. The metaverse is changing the fashion industry by allowing brands to reach new audiences, inspire fashion trends, and access a new channel for marketing products. The platform benefits fashion houses and designers by enabling interaction with 3D-rendered products, building sustainable manufacturing cycles, and generating long-term value for clothes minted as non-fungible tokens (NFTs).

What is the metaverse in fashion?

The evolution of the Internet from Web2 to Web3 focuses on connecting people, places, and things in a fully digital and 3D environment through the metaverse, where individuals represent themselves as virtual avatars to interact with each other. The potential for fashion in the metaverse comes in two forms; a combination of physical and digital and entirely virtual.

Physical and digital: In the metaverse, the physical and digital concept for fashion allows clothing to be tried through virtual reality (VR) and augmented reality (AR). This can be an excellent way for brands and designers to use the platform to showcase their product lines and market their offerings by attracting attention to real-world fashion goods produced, increasing sales and reducing returns.

Virtual: Alternatively, metaverse platforms like Roblox, Decentraland, and The Sandbox also have massive in-game economies where revenue can be generated by selling avatars skins, footwear, accessories, and more. Users dress up their avatars with virtual clothing to express their individuality and choose clothes representing their status. These digital wearables can also be resold or swapped with other avatars.

Designers and brands entering the metaverse must learn to use the space to converge the real with the unreal, where creativity driven by technology can lead to creating new designs and revenue streams.

How is the metaverse being used in fashion?

Build virtual wardrobes

In-game skins and wearables are estimated to be a market worth $40 billion, as reported by GQ. Communities in the metaverse are spending their digital currencies in the virtual world to build wardrobes of digital clothes that can be bought, sold, or traded. For instance, Louis Vuitton (LV) joined forces with Riot Games to release an in-game fashion collection and skins for League of Legends players - where a virtual LV leather jacket could cost around $5k for an avatar.

Express individuality and identity

The metaverse offers avatar customization, allowing individuals to express themselves through virtual clothes. A Metaverse Fashion Trends Report published by Roblox in 2022 revealed that 47% of Gen Z said dressing their avatars was a way to express their individuality, with 43% saying it made them feel good about themselves. To capitalize on this phenomenon, Meta launched an avatar store where users could pick from a range of digital attire designed by brands like Prada and Balenciaga.

Showcase the work of fashion designers

The metaverse levels the playing field for renowned and aspiring designers who can easily create and showcase their work with computer access and software like Clo3D or MarvelousDesigner. Designers like Carolina Herrera and Karlie Kloss already use the metaverse to develop a digital portfolio of their products. Several metaverse creators use the platform's low barriers to design fashion products; Roblox reported that the number of creators designing clothes and accessories in the metaverse is 200 times more than those creating physical designs.

Experiment with fashion

The metaverse unlocks innovation and creativity for designers and brands, giving them a space to create products that defy the rules of the real world. This freedom of expression can allow for experimentation with designs that could lead to the creation of physical fashion products in the future that wouldn't otherwise exist. For instance, a London-based designer Scarlett Yang created a virtual garment that looked like glass and changed its texture under different weather conditions, which she eventually launched as a physical dress.

How is the metaverse changing the fashion industry?

Reach new audiences

The metaverse creates a channel for fashion brands to reach younger audiences that wouldn't have engaged with them otherwise. GenZ is a crucial target market for fashion brands as they will soon be a large consumer group making up approximately 40% of the global luxury market by 2035, as stated by WARC. To engage with a younger demographic, Gucci launched an activation on Roblox called 'Gucci Garden' that attracted a whopping 20 million visitors.

Inspire new trends and styles

Brands and designers can push the limits of creativity in the metaverse, setting new standards for fashion in the real world by evolving existing aesthetics or bringing fantasy to physical clothing. For instance, a new product launch by Miu Miu based on the viral skirt used for gaming avatars increased sales by 56% in the first quarter of 2022, as reported by Vogue Business. Forever 21 also launched a product line in the real world based on feedback and customer responses to virtual products sold on Roblox.

Promote inclusivity and diversity in fashion

Metaverse fashion allows users to customize their avatars through digital wearables that express their individuality without social stigma, making the space inclusive and diverse. Virtual influencers in the metaverse are also becoming prominent figures in bringing diversity to the fashion industry. For example, James-Wilson, founder of The Diigitals, created a Brenn, a plus-size virtual model to combat false beauty standards and to set a new narrative for fashion in the metaverse and beyond.

Fashion marketing

Marketing in the metaverse builds awareness, drives engagement, and unlocks new revenue streams for fashion brands and designers. Fashion labels are raising brand awareness in new markets by launching skins for avatars. Balenciaga partnered with Fortnite to give one of its digital characters a branded hoodie, which also aimed at generating buzz to drive sales of its physical replica in stores. Lacoste also launched a collection of non-fungible tokens (NFTs) called 'Undw3' in the metaverse to increase customer engagement and generate revenue. NFT owners could access exclusive products and have a say in future brand designs.

Allow interactions with 3D virtual fashion collections: Brands and designers can build virtual showrooms and stores to allow customers to interact with 3D renderings of any fashion garment. They can also try on clothing to improve their purchase decisions rather than solely relying on 2D photographs of products. Virtual fashion shows in the metaverse, like Decentraland's Metaverse Fashion Week, also allow consumers to view fashion apparel on 3D models before buying a product.

Leverage collaborations: Partnering with metaverse platforms and creators can help brands innovate and amplify their reach. For instance, Benoit Pagotto, founder of RTFKT, a digital fashion brand, collaborated with FEWOCiOus, a digital creator in the metaverse, to create and sell over 600 pairs of virtual shows, generating $3.1 million of sales in under 5 minutes.

Build an environmentally conscious fashion industry: The fashion industry can use the metaverse to reduce its environmental impact by leveraging the platform to execute steps before manufacturing designs. For instance, the metaverse can be used for modeling, sampling, and marketing items before producing them physically. Using the platform to design and test samples can reduce a brand's carbon footprint by 30%, as reported by Cointelegraph.

Generate long-term value with NFTs: Physical fashion in the real world often lacks substantial resale value; however, the in the metaverse, fashion pieces created as NFTs can be traded on virtual marketplaces generating value for the product over a long period.

Why is the metaverse good for fashion?

Conclusion

The metaverse possesses endless possibilities for fashion designers, brands, and consumers. While virtual fashion in the metaverse is still developing, there are several opportunities to experiment with these platforms to showcase fashion designs, create innovative fashion lines and build sustainable practices. The platform allows users to express their individuality through digital fashion and build elaborate virtual wardrobes. The metaverse also enables fashion brands to reach new audiences, inspire trends, promote inclusivity, and engage in creative marketing strategies. The crossover of fashion and technology with the metaverse benefits designers and brands by facilitating interactions with 3D virtual fashion collections, leveraging collaborations, and generating long-term value through NFTs. Keeping pace with this evolving space and testing strategies that work will be crucial for brands and designers that want to garner success in the long run.

Are you a fashion brand or designer looking to capitalize on the metaverse's digital fashion capabilities? We can help you build, scale, and monetize your fashion label in the metaverse. Get in touch with us!

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How virtual fashion is changing the industry - Landvault Blog

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The metaverse is a new world where users interact, play, and dress their avatars - opening up opportunities for designers and brands to meet the rising demand for digital fashion. According to Morgan Stanley, the metaverse could generate $50 billion in sales for fashion and luxury by 2030.

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Digital Fashion Trends: Virtual Runways and AR/VR Experiences

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Discover how digital fashion trends revolutionize the industry with virtual runways, AR/VR experiences, and sustainable innovation.

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2021: The year of digital fashion and NFTs

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While the necessity of NFTs and digital fashion has come under question, it is undeniable that 2021 was their year.

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In a world where fashion trends change in the blink of an eye, the traditional fast fashion model has dominated the industry for years, driving rapid production, consumption, and disposal of clothing. However, a new contender has emerged in the form of digital fashion, which promises to revolutionise the way we perceive and interact with clothing.
Digital fashion has gained popularity as a form of self-expression, creativity, and sustainability within the fashion industry. But what exactly is it, and can it bring potential benefits to the sustainable fashion industry? In this article, we'll delve deeper into the potential benefits, and limitations of digital fashion.

Firstly just what is digital fashion?

Digital fashion refers to clothing and accessories that exist solely in the virtual or digital space. It involves the creation of fashion designs using software such computer-generated imagery (CGI), 3D modelling, and other digital technologies. These digital garments can be worn and showcased in virtual environments, social media, online gaming, virtual reality (VR), and augmented reality (AR) platforms.

As the name suggests, in digital fashion, there is no physical production of clothing. Instead, fashion designers create elaborate and imaginative designs with software, and these designs are not constrained by the limitations of physical materials. Digital fashion blurs the line between the real and virtual worlds, offering a new dimension to fashion creativity and expression.
People can experience digital fashion by "trying on" these virtual garments in various virtual spaces. They can take pictures or videos of themselves wearing the digital outfits, which can then be shared on social media or integrated into virtual environments.

Digital fashion has exciting potential for consumers and fashion brands alike, challenging the traditional notions of fashion consumption, allowing users to explore unique styles and experiment with looks without the environmental impact of physical garment production. As sustainability becomes an increasing concern, digital fashion offers a glimpse into a more eco-friendly and innovative future for the fashion industry.

Is digital fashion important in the fashion industry?

In the ever-evolving landscape of fashion and technology, the significance of digital fashion cannot be overstated. As we navigate a world increasingly interconnected through digital platforms, the desire for a virtual identity and ownership has emerged as a powerful force. This is particularly true for digitally native generations, who crave opportunities to express themselves in the virtual realm just as authentically as they do in the physical world.

There are a number of ways digital fashion is important across the fashion industry. These include:

Empowering Virtual Identity: Digital fashion provides a medium for individuals to curate their virtual identity, explore unique styles, and experiment with avant-garde looks. This could be particularly useful for sustainable brands, allowing consumers to share their eco-friendly approaches to fashion across a wider network.

Increased creative opportunities: For designers, digital fashion opens a world of creative possibility. Without the restraint of physical materials, they can create designs from innovative, sustainable materials. This can foster innovation within a sustainable space, and will likely drive the industry forward.

Increased environmental sustainability: Digital fashion offers increased sustainability. By eliminating physical production, transportation, and material waste, digital garments can help reduce the fashion industry's carbon footprint, aligning with the global push for eco-conscious practices.

Mindful consumption: Virtual fashion promotes a shift towards mindful consumption. With digital outfits, users can experience the thrill of new styles without contributing to excessive material consumption or fast fashion's negative consequences. This can help to support a culture of conscious choices and a focus on quality over quantity.

Versatility and Adaptability: Digital fashion is adaptable to various digital platforms, including social media, virtual reality, and gaming. This versatility allows designers to reach broader audiences and engage with consumers in unique and interactive ways, enhancing brand exposure and fostering a deeper connection with the audience. This can be particularly valuable to promote messages of sustainability across platforms.

How can digital fashion support sustainability across the fashion industry?

A key factor contributing to the growing popularity of digital fashion is its potential to significantly reduce the environmental footprint associated with traditional fast fashion. One of the most notable advantages of digital clothing is that it exists solely in the virtual realm, eliminating the need for physical production, transportation, and associated carbon emissions.

Below are some key ways that digital fashion can specifically support the fashion industry in becoming more sustainable.

Reduced Material Waste: The design and sampling process of digital fashion also play a crucial role in sustainability. When designers create and visualize their garments digitally, it leads to marked reductions in resource use and textile waste. Digital fashion eliminates the need for physical garment production, subsequently reducing the demand for raw materials and minimising material waste generated during the design and manufacturing process, and across supply chains.

Lower Carbon Footprint: This reduced waste, in combination with zero physical production and transportation means that digital fashion significantly reduces carbon emissions associated with traditional fashion supply chains.

Virtual 'try ons' and fittings: Virtual try-on technology allows consumers to see how a garment would look on them without physically trying it on. This reduces the need for multiple shipments and returns, which helps cut down on transportation-related emissions. Shopping returns are a huge issue for online retailers, both in terms of financial cost and sustainability impact, so this offers interesting potential.

Sustainable Marketing and Promotion: Digital fashion campaigns and promotions can be conducted through eco-friendly online channels, reducing the need for physical marketing materials and printed media. This can help to increase awareness amongst consumers for making more sustainable fashion decisions, as well as cultivate supportive sustainable online communities, often important to consumers. This exposure can help foster a shift towards supporting eco-conscious brands and practices.

Encourages Mindful Consumption: Digital fashion fosters a shift towards mindful consumption, which is a significant step towards promoting sustainability in the fashion industry. Unlike the traditional fast fashion model that encourages excessive buying and impulsive purchasing, digital fashion allows consumers to explore a wide array of styles and trends without the need for physical ownership. By providing virtual fashion experiences, users can try out different looks and experiment with their style choices without contributing to overconsumption and subsequent waste generation. The virtual nature of digital fashion also allows consumers to break away from the "buy-and-discard" mentality, leading to a more intentional and thoughtful approach to fashion. This mindful consumption not only reduces the demand for physical products, reducing environmental impact accordingly.

Complements Physical Fashion: Interestingly, digital fashion can coexist with physical fashion, offering a hybrid approach that combines sustainability with real-world clothing options. In addition, digital designs can be iterated and perfected without the need for physical prototypes, significantly reducing material waste and resource consumption in the process of creating physical fashion.

While digital fashion alone cannot solve all the challenges faced by the fashion industry, it serves as a potential catalyst for change. By promoting innovation, reducing waste, and encouraging conscious consumption, digital fashion contributes to the development of a more sustainable and eco-friendly future for the fashion industry.

Balancing Advances in Digital Fashion with Real World Needs

While the concept of digital fashion holds interesting potential to increase sustainability in the industry, there is a need to strike a balance between innovation and real-world applications. Digital fashion cannot replace physical clothing entirely, as the tactile experience and functionality of garments remain essential to consumers. However, digital fashion offers a unique space for creative exploration, self-expression, and experimentation without the environmental consequences of overconsumption and waste. By incorporating both digital and physical fashion elements, the industry can move towards a more sustainable future without compromising on style or functionality.

What are the potential drawbacks of digital fashion?

While digital fashion presents numerous benefits and opportunities, it also comes with some downsides and challenges. Here are some of the key downsides of digital fashion:

Lack of Tangibility: One of the main downsides of digital fashion is the absence of a physical, tangible product. For many consumers, the tactile experience of trying on and wearing clothing is an essential part of the fashion experience.

Limited Real-World Use: While digital fashion allows for creative expression and experimentation in virtual environments, its practical application in the real world is realistically limited. This may mean more scope for designers, virtual try ons and experimentation.

Dependency on Technology: Digital fashion is reliant on technology, such as computers, smartphones, and virtual reality platforms. This reliance poses challenges for people with limited access to technology or those who may not be tech-savvy. Additionally, the constant evolution of technology may lead to compatibility issues with older devices or software.

Sustainability Concerns: While digital fashion has the potential to reduce the environmental impact of physical garment production, it is not entirely free from sustainability concerns itself. For example, the creation and maintenance of digital assets, such as 3D models and virtual environments, still require energy and resources.

Exclusivity vs. Accessibility: Digital fashion can be exclusive to those who have access to virtual platforms or who can afford high-quality digital experiences. This may create a divide between those who can participate in the digital fashion world and those who cannot, potentially excluding certain groups from the evolving, more sustainable fashion landscape.

Consumer Behaviour Shifts: While digital fashion has the potential to promote a more sustainable approach, it may also influence consumer behaviour negatively; promoting a culture of disposable and ephemeral fashion experiences. The rapid pace of digital fashion updates may contribute to a mentality of quick and constant consumption, similar to the fast fashion model.

To wrap up

In conclusion, digital fashion offers an exciting way to create a more sustainable fashion industry. Beyond being a novel trend, it helps to address the desire for digital identity and ownership, providing a creative space for self-expression, sustainable practices, and embracing diversity, all with the potential to reduce waste and carbon footprint.
Digital fashion is at an exciting, 'potential' stage, and it will be important to strike a balance between creativity, sustainability, and real-world usability. But, by embracing this digital revolution, the industry can inspire positive change and pave the way for a more vibrant, accessible, and responsible future of fashion.
Textile Consult operates worldwide, consulting on a variety of management, training and sustainability issues within the textile industry. Contact us today to find out how we'll work with you to find effective, sustainable solutions for your company.

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Digital Fashion: The Way Forward for Sustainability?

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In a world where fashion trends change in the blink of an eye, the traditional fast fashion model has dominated the industry for years, driving rapid production, consumption, and disposal of clothing.

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Yanie Durocher, founder of POMPOM, focused on fashion/lifestyle brands in China; PR, Social media and Content production. IG @YanieYanson.
As time goes by, we are becoming more and more familiar with the concept of digital fashion. Shanghai Fashion Week 2022 was hosted digitally as the recent lockdown was hitting China. This is way far from a minor trend. Digital fashion shows offer clothes without production, pollution or waste, and these events take place without any international flights.

The benefits of digital fashion, though, don't end with runways and fashion weeks. There's a whole world behind it. According to TechCrunch, an estimated 30% of all manufactured goods end up as waste within months of rolling off the production line every year. With fashion being the second-most polluting industry, we can just imagine the enormous support that a digital way of constructing fashion can have. What if this becomes a habit? What if we actually get used to dressing digitally and attending digital shows? How much less waste would we create? How much more sustainable would the fashion industry be?

In this sense, the prediction of James Joseph, founder of CYBR, is astonishing: "In four years we imagine that everyone will walk around with AR glasses on, and you will have the digital world imposed on reality for millions of people constantly. So, then you're walking down the street in a black hoodie and some black jeans, but then you've bought a digital fashion garment, and every single person that walks past you wearing AR glasses is gonna see you wearing that garment, in real life, in real time."

Even in China, where local brands have been slower to embrace the new technology, the ultimate revolution has started. By 2024, Morgan Stanley predicts that the metaverse industry in China will be valued at $8 trillion. I believe this will accelerate, especially after the recent news that China state will pump over $15 billion into the metaverse.

Exploring diverse gameplay and gradually forming a new pattern for the metaverse may be the direction for the future development of the fashion industry in China, which is also ready to reduce its fashion footprint. Of course, a Web3-oriented fashion industry wouldn't be completely costless. We are still talking about gas emissions and energy. As Ecocult mentions, "DressX claims that the production of digital fashion uses 97% less carbon than the production of a physical garment." I believe this is still to be confirmed, due to the alternate side effects of the heavy computing power required for digital fashion and the metaverse.

Everything in nature has a cost. It is our duty to choose the best option for the environment when it comes to sustainability. A world where production (in any of its forms) is completely costless is not realistic. Yet, data confirms that a digital way of producing garments is currently a great option when talking about sustainability.

From my professional point of view-as someone who has built a large community of talented 3D digital fashion designers and is working on building Shanghai Digital Fashion Week (along with many other metaverse-related fashion projects)-I see that brands are racing toward the metaverse environment from both a B2B and B2C perspective. The biggest difference I see is how the two different cultures are approaching the metaverse and why. What I have personally learned from Web3 and digital clothing is the following:

* Now is the time to move-and fast. Staying "safe" has become riskier in markets like China.

* E-PR and PR benefit highly from digital fashion as it has become a new wave for the unification of fashion and the metaverse.

* Digital fashion still needs to be improved upon from a technological point of view. There needs to be more investment and more research and development. Unifying B2B2C in terms of the digital ecosystem will be the future.

While the games have just started, digital fashion seems our best option so far in terms of the ultimate revolution of technology and sustainability. China is definitely ready to ride the wave of fashion in Web3, making a major step toward the development of a new way of thinking not only in fashion but in our entire lives.

I think that digital fashion's sustainable side not only exists but also has a huge potential that still needs to be fully exploited. In the past years, the garment industry has been highly condemned for its environmental, waste and pollution issues. Is digital fashion the solution we've been looking for?

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

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Council Post: The Sustainable Side Of Digital Fashion

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Digital fashion seems our best option so far in terms of the ultimate revolution of technology and sustainability.

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Key Notes:

Brands are increasingly experimenting with innovative technologies and new platforms to connect with the next generations.

Key areas of focus include:

Leveraging gaming platforms to engage with fashion consumers.

Creating and promoting 3D virtual garments that can be worn in digital environments.

Utilising virtual avatars and models to represent brands and influence fashion trends.

“Digital fashion is part of a cross-section of disciplines in the digital world, which includes gaming and crypto art. Our digital-only couture creations will never physically exist, waste nothing but data and exploit nothing but imagination." By the Fabricant

Insights reveal that video games offer fashion brands a new way to keep shoppers engaged. Digital allows fashion to “return to the heart of what it was always meant to be: a playful way to explore and express identity and individuality.”

In December 2020, Balenciaga Afterworld launched its fall/winter 2021 collection in the form of a bespoke video game. In the launch of the video game in 48 hours the searches on Last increased to 41%. Month-on-month searches spiked to 76%.

Burberry B Surf Monogram collection generated 12% more searches on Lyst and received 16k mentions across social media. While Google searches increased.

The future of fashion shoppers are primarily Gen Z and Millennial consumers, having grown up in the digital era.

The consumers:

The environmentalist:

On Lyst, there was an 84% rise in searches with sustainability-related keywords since January 2021, indicating a growing consumer focus on eco-friendly fashion. Younger generations are drawn to virtual goods partly due to their sustainability benefits. Digital fashion lacks the traditional physical processes like manufacturing, packaging, and delivery, thus minimizing environmental impact.

Digital fashion allows the industry to innovate in ways that align with the eco-conscious values of modern consumers, suggesting a future where the sector can operate sustainably and meet consumer demands for ethical practices.

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Key Notes:

With a projected value of $1.55 billion by 2020, digital clothing is clearly going to fundamentally change the world of fashion. The pandemic has slowed down the traditional fashion industry, which has aided in the development of virtual models and digital clothing. A great number of experts believe that the fashion business will go towards digital clothing in the future.

Fashion experts predict that 15% of our wardrobe will be in digital form in the future.

Global AR and VR market to reach 30 Billion US dollars by 2027.

Beginnings of virtual fashion:

The Scandinavian retailer Carlings created the first virtual apparel line in 2018. The designers updated the 19 virtual clothing pieces on the customers' images, and they quickly sold out. Later, the company produced the first AR graphic T-shirt. This fashion quickly gained popularity, inspiring several manufacturers to create digital apparel.

Advantages of digital clothing:

Improved shopping experience, eco-friendly production, versatile apparel, and efficiency.

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Why Digital Apparel Can Take the Fashion Industry by Storm

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Digital Apparel, created by 3D techniques, has the ability to take over the traditional fashion industry with its enormous benefits.

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The future of fashion could be digital as more and more fashion brands set up shop in the metaverse, providing netizens with unique clothing options for their online avatars.

High-end brands such as Tommy Hilfiger, Gucci, and Dolce & Gabbana have all invested millions of dollars into "metaverse store fronts" and "digital fashion NFTs," said Kiplinger, while more affordable brands such as Gap, Aeropostale and Forever 21 have created digital wardrobes for gaming platforms.

Although these intangible garments may seem like a niche investment, there is a growing demand for digital clothing, said The Future of Marketing Institute. Its global survey found that "47% of consumers are 'interested in digital clothes, with 87% having already purchased some form of digital fashion".

With digital identity gaining importance among younger generations, will interest in pixelated garments continue to rise, or is it just another internet fad?

What is digital fashion?

According to Kiplinger, digital fashion "is virtual 3D clothing designed with both humans and digital avatars in mind," as most brands make replicas of their digital pieces for physical use as well. These virtual shirts, trousers, dresses, etc. are made "with special 3D computer programs like Blender and CLO3D".

Making clothing out of pixels instead of fabric makes these garments more ecologically sustainable, said Zerrin.

Currently, there are two types of digital fashion, said Refinery29. There are "digital wearables, which are clothes that an avatar...can sport inside a game or a metaverse". Or there's fashion NFTs, which are generally more expensive and "are limited collectables".

Some of these garments can be found in virtual museums or mall-like stores without an avatar. Tobi Ajala, the founder and CEO of TechTee, "a digital agency specialising in luxury and fashion," told Elle that the experience is like "walking through a museum or window shopping".

With an avatar, she says, you can "customise and dress to experience the brand in an entirely new way".

Consumers of digital fashion, along with the brands themselves, appreciate that the metaverse "comes with zero creative constraints or production limitations", according to Kiplinger. Online users can choose to be whoever they want in the metaverse and digital fashion allows them to "showcase their digital style".

How much does it cost?

Like physical fashion, digital fashion can cost a little or a lot.

On the lower end of the spectrum, on digital fashion stores such as DressX, "T-shirts can go for $14 and pants for $20", while on rival store Replicant, "the same items can go for as low as $6", said Refinery29.

On top of that, some designer brands are offering replicas of their physical pieces in the metaverse, sometimes with significant discounts in order to attract loyal customers, according to the Financial Times.

The NFT sector of the digital world is not as forgiving. "Dolce and Gabbana sold their nine-piece NFT collection for $5.7m that included both physical and digital items," said Style.me.

Tiffany & Co created a line of "NFTiffs", pendants that were sold for $50,000 each, reported the Financial Times. Those who purchased a "Tiff" also received a physical pendant of a "corresponding pixelated CryptoPunk character".

In general, "by 2030, Morgan Stanley estimates that the digital fashion market alone could be worth $50 billion," said Kiplinger.

This may be due to its growing fan base among newer generations, due to the digital universe's ability to "create more equitable spaces and experiences for plus-size shoppers, those living with disabilities, and the LGBTQI+ community," according to Vogue Business.

This uptick in metaverse consumers and the fast-growing digital world means that the metaverse "economy could hit $8tn in 20 years," according to estimates from Goldman Sachs, said the Financial Times.

What does the future look like?

The rapid growth of the metaverse does come with its own set of problems. For example, regulations around intellectual property haven't been addressed to accommodate the virtual world yet.

"Many have concerns about...compliance issues on these new platforms and worry about tarnishing their carefully preserved images," said the Financial Times, as "Web3", another name for the metaverse, is not regulated.

Nevertheless, the digital fashion world is growing very quickly. With the recent addition of "virtual try-ons" and "metaverse fashion shows," in the span of just a few years, "there's no telling what will come next", said Elle. Regardless though, innovation in the sector will "only make the industry stronger, especially as brands get creative with how they present their digital pieces".

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Virtual shopping malls are popping up all over the metaverse as demand for digital fashion grows

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FUTURE SOLUTIONS WITH THE INSTITUTE OF DIGITAL FASHION

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FUTURE SOLUTIONS WITH THE INSTITUTE OF DIGITAL FASHION

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The Institute explores the cutting-edge integration of digital technology into the fashion industry, with an emphasis on how digital fashion is changing the future of design, manufacturing, and consumption.

Notes:

Launched mid-pandemic. They identified many pain points in the industry and built solutions based on sustainability, diversity and inclusion. "looking at how digital fashion can be more than a quick fix".

"People are kind of scared of tech in that way because they feel that it's replacing the physical but what we believe in weaving the two together and the importance of the narratives."

"These digital solutions mean that for a designer you don't have to sample shoot on the models you you literally can have it all a kind of a touch point."

"The point is none of these samples have to be physically made and then you're looking at a much more sustainable production. You can have all of these solutions without having to create any production which means zero waste."

"Feeding more transparency and educating the consumer."

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Drapers magazine - Inside the tech takeover - June 2023 

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Drapers magazine - Inside the tech takeover - June 2023 

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Mckinsey and Company forecast generative AI could add up to £275bn to the clothing fashion and luxury sectors operating profits in the next three to five years.

"The growing capabilities of AR, and VR enable retailers to provide virtual try-on experiences which means online operations can offer customers a store-like experience online and offer size and fit experiences that increase the customer confidence leading to a higher likelihood of them making a purchase. "

The future of fashion retail is set to be heavily influenced by technology, sustainability and changing consumer behaviour. Today consumers expect personal and memorable experiences. Bain and Company's research published in January 2023 showed the younger customers of Gen Z, Y and Alpha will account for 80% of luxury purchases by 2030.

The trend of AR, virtual reality and AI is set to accelerate, enhancing customer experience.

From sizing to sustainability brands and retailers are harnessing the power of data.

StichFix combines customer data such as size and style preferences, with human input from a network of personal stylists.

Returns are a problem: The British Fashion Council Institute of Positive Fashion Solving Fashion's Product Returns Report - published in March 2023, estimated they cost the UK fashion industry £7bn in 2022.

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Objective 1: Understanding the consumer behaviour of Gen Z consumers in virtual fashion and the influence of social media.

Objective 2: To identify the environmental impact of digital fashion.

Objective 3: Exploring the role of digital fashion in promoting sustainability.

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Website articles:

Forbes: 5 Ways Consumer Behaviour Is Changing With Gen-Zs (Bouet, 2024)

This demographic is the first generation to be immersed in digital environments. Gen Z’s shopping behaviour is influenced by social media platforms. With 60% of Gen Z consumers engaging on Instagram to explore more brands and products.

Social media is an essential platform for brands to retain customers and build loyalty to create authentic connections.

With an increased demand for brands to align with their values and commitment to sustainability. More Gen Z consumers are seeking personalised experiences and tailored recommendations that cater to their interests.

Website article: Gen Z & Social Media: Exploring the Digital Landscape of Generation Z (Appinio, 2023)

Social media has grown in popularity amongst the Gen Z consumer and has become an integral part. YouTube, Instagram and TikTok and amongst the most popular social media platforms Gen Z consumers communicate and interact with content. Offering them with informative and inspirational content.

Influencers have a profound effect on consumers. 62% have been influenced to try out a product that has been influenced by an influencer.

Trends and predictions:

Increased demand for authenticity and transparency within content. Shift in preferences to align with Gen Z’s evolving needs.

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Website Article: The Environmental Case for Digital Fashion (DRESSX, 2023)

DressX believes that the use of technology within fashion can be a solution to producing less clothing and solves many problems that the industry is facing towards the fashion environmental impacts over the years. Digital fashion opens up possibilities to make it more accessible and affordable for people of a diverse background and opens up opportunities for self-expression. The creation of digital fashion is quicker to produce than traditional clothing. (DRESSX, 2023)

Academic Paper: Exploring Virtual Fashion Consumption through the Emotional Three-Level Theory: Reﬂections on Sustainable and Consumer Behavior (Deng, Shen and Ji, 2024)

The academic paper discusses consumer behaviour in digital fashion and emphasises the potential of virtual clothes in promoting sustainable development in the fashion industry. (Deng, Shen and Ji, 2024) The paper also analyses the emotional three-level theory as a conceptual framework to analyse consumer’s emotional responses to products. Virtual fashion clothes offer advantages over traditional garments regarding the rapid manufacturing within the supply chain. Therefore the use of AR and virtual reality allows designers to customise products to meet the demands of consumers without the implications of the environmental impacts. (Deng, Shen and Ji, 2024)

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Academic Paper: Rise of digital fashion and metaverse: influence on sustainability (Periyasamy and Periyasami, 2023)

The paper discusses that the fashion industry will be moving towards a sustainable route with the progression of digitalisation and the social and environmental concerns around the current fashion market. Focusing on the primary issues and how the metaverse technology is tackling sustainability. By 2026, the global fashion industry is anticipated to reach 2 trillion dollars. (Smith 2022) 85% of textiles are estimated to be discarded in landfills annually.(Algayerova 2018). As reported by a study, there is a global overproduction rate of 27% in the fashion industry. (Rauturier 2022). Within fashion, the combination of AR, virtual reality and the metaverse has the potential to foster innovation towards sustainability. The concept of digital fashion has implemented traceability within the supply chain and it reduces the waste of overproduction of raw materials. Also, reducing the reductions of transportation costs and dismissing the guilt-free shopping of purchasing a product. (Sadamali Jayawardena et al. 2023) The pandemic prompted a shift in fashion designer’s attitudes and practices who now value the Gen Z target audience which is at the forefront of the digitalisation era.

Book: Step into the Metaverse: How the Immersive Internet Will Unlock a Trillion-Dollar Social Economy. Mark Van Rijmenam (2022).

The section highlights the adoption of VR and AR technologies by fashion retailers to enhance customer experiences through virtual runway shows, virtual product displays, and virtual try-on capabilities that allow customers to change colours and sizes of garments without physically trying them on. Luxury brands like Gucci and Balenciaga are embracing these technologies, recognising their sustainability benefits due to a smaller pollution footprint and reduced use of physical resources. In the metaverse, digital fashion designers face fewer barriers than traditional designers, as they are not limited by physical fabric availability.

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This report was based on a survey of 2,000 individuals from a wide range demographic of 18 to 60-year-olds. The report gives an in-depth analysis of consumer shopping behaviours, journeys, preferences, store and shopping online, social commerce and personal data.

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In the UK, social media is most popular amongst Gen Z and Millennials.

One of the most popular social media platforms among Gen Z is TikTok. In the UK, 68% of users engage with TikTok daily. It has filled the gaps in the market for highly engaging, simple design and usability and entertainment style appealing to the Gen Z audience.

Gen Z social media penetration is 94%

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Market Report Description

The Global Digital Clothing Market size is expected to reach $2.5 billion by 2028, rising at a market growth of 26.6% CAGR during the forecast period.

Digital clothing is made of no tangible things, including fabric, and is a computer-generated image designed to closely imitate original real-world clothing. These garments use 3D modeling software and computer technology rather than materials. To produce, displaying, and assess the qualities of clothing in a virtual environment are the objectives of digital fashion designers.

In addition to using specific software and tools, digital fashion design requires understanding materials science, ergonomics, production technology, and anthropometric measurements. The field of digital fashion has recently emerged from obscurity to become one that is expanding quickly. The rise in the metaverse's development and the rising demand for eco-friendly clothes are predicted to contribute to the digital clothing market's significant growth over the forecast period.

For people who tend to wear an outfit only once for a social media platform, digital clothing offers an alternative. A digital wardrobe might be more environmentally friendly than purchasing an outfit and supporting the fast fashion obsession.

The fact that social media has created an online atmosphere that promotes the display of clothing and fashion from perhaps immoral companies speaks volumes about what a particular culture value today. Social media culture heavily emphasizes maintaining one's appearance, but it's important to consider how this may affect e-commerce and the environment.

COVID-19 Impact Analysis

Even anything as straightforward as moving from paper to digital or starting an online store might be considered a digital transformation. COVID-19 substantially expedited this change in the fashion sector by ten times while also normalizing and democratizing the concept of becoming digital. Additionally, businesses might employ this digital clothing to create gaming consoles and online fashion weeks, opening up the lucrative potential for developing the digital clothing market. Thus, the outbreak of COVID-19 has benefited the digital clothing market.

Market Growth Factors

Advancements in metaverse platforms

The metaverse will be the finest place for digital fashion to leave its mark. One of the technologies that will be a foundational element of the metaverse is digital fashion, which has numerous positive environmental effects. Moreover, developing digital clothing in the form of NFT wearables will promote true ownership. The metaverse is more than just a setting for video games and wandering. It is a virtual reality environment where actual physical events can take place. Therefore, the expansion of the digital clothing market is fueled by such metaverse platform advancements.

Increased concern of carbon emission by fashion industry

The fashion industry contributes significantly to annual worldwide carbon emissions and is extremely environmentally harmful. The pollution caused by such astonishing figures is equivalent to all emissions from international airplanes and maritime shipping. Moreover, until now, the production of all textiles has had a significant negative influence on the environment because many of them are discarded each year and either burnt or dumped in landfills. These aspects are leading to market growth in the upcoming years.

Market Restraining Factor

Concerns regarding security

Cyber-physical attacks are among the greatest security issues in the Metaverse. This is where an adversary could take control of physical systems using cyber methods. This could involve taking control of a player's avatar to hurt or modify their environment. The denial of service (DoS) attack is a key security and privacy concern for the Metaverse. It's an attack that aims to render a service or network inaccessible by overwhelming traffic or resource demands. DoS assaults often target servers or high-profile targets.

Technology Outlook

Based on technology, the digital clothing market is segmented into 3D software, blockchain, artificial intelligence and others. The 3D software segment covered a considerable revenue share in the digital clothing market in 2021. Professional fashion designers find 3D to be quite fascinating. Designers must utilize 3D modeling software to develop the clothing and accessories they wish to prototype or produce to take full advantage of this technology. Due to the rendering and visualization capabilities of these 3D programs, the fashion industry is particularly interested in these topics.

Transaction Outlook

On the basis of transaction, the digital clothing market is divided into on chain and off chain. In 2021, the on-chain segment witnessed the largest revenue share in the digital clothing market. The transactions updating the worldwide blockchain network are considered on-chain transactions because they've been legally validated or authenticated. Furthermore, since they are timestamped and replicated throughout the blockchain network, on-chain transactions are visible and safe.

Application Outlook

By application, the digital clothing market is classified into digital content creation, fashion design & technology, gaming and others. In 2021, the digital content creation segment dominated the digital clothing market with the maximum revenue share. Digital content creation involves generating ideas and collecting information from mainstream media for specialized purposes. Audio or video files, text, pictures, and graphics are examples of digital content creation. In addition, it allows the company to connect with website visitors, which promotes the brand's scalability and increases the need for content creation.

Market size value in 2021

USD 487.8 Million

Market size forecast in 2028

USD 2.5 Billion

Historical Period

2018 to 2020

Forecast Period

2022 to 2028

Revenue Growth Rate

CAGR of 26.6% from 2022 to 2028

Report coverage

Market Trends, Revenue Estimation and Forecast, Segmentation Analysis, Regional and Country Breakdown, Competitive Landscape, Companies Strategic Developments, Company Profiling

Segments covered

Transaction, Technology, Application, Region

Country scope

US, Canada, Mexico, Germany, UK, France, Russia, Spain, Italy, China, Japan, India, South Korea, Singapore, Malaysia, Brazil, Argentina, UAE, Saudi Arabia, South Africa, Nigeria

Growth Drivers

Advancements in metaverse platforms

Increased concern of carbon emission by fashion industry

Regional Outlook

Region-wise, the digital clothing market is analyzed across North America, Europe, Asia Pacific, and LAMEA. In 2021, the North America region registered the maximum revenue share in the digital clothing market. The region is among the most highly advanced in the world. The region is comprised of countries with robust and stable economies, allowing for substantial investments in R&D activities that facilitate the development of new technologies such as 3D-modeled pixel clothing, or digital clothing.
Free Valuable Insights: Global Digital Clothing Market size to reach USD 2.5 Billion by 2028
KBV Cardinal Matrix - Digital Clothing Market Competition Analysis

The major strategies followed by the market participants are Partnerships. Based on the Analysis presented in the Cardinal matrix; LVMH SE are the forerunners in the Digital Clothing Market. Companies such as Nike, Inc., Guccio Gucci S.p.A. (Kering Group), Adidas AG are some of the key innovators in Digital Clothing Market.

The market research report covers the analysis of key stake holders of the market. Key companies profiled in the report include Adidas AG, Guccio Gucci S.p.A. (Kering Group), Nike, Inc., LVMH SE, H&M Group, The Fabricant Agency B.V., Auroboros Ltd., More Dash, Inc. (DressX), Dolce & Gabbana S.r.l., and Replicant, Inc.

Recent Strategies Deployed in Digital Clothing Market

" Partnerships, Collaborations and Agreements:

Mar-2023: Gucci signed a partnership with YUGA LABS, the Web3 company behind NFT collections like Narrative NFT Project 10KTF and Bored Ape Yacht Club. Through this partnership, companies would bring digital fashion into the metaverse. Moreover, the partnership with Yuga Lab would aim of exploring opportunities together across entertainment and Web3 fashion.

Dec-2022: Adidas collaborated with Snapchat, an American multimedia instant messaging app. With this collaboration companies would introduce a new series of the latest Bitmoji clothing which, for the first time, would be bought through tokens acquired in the app.

Sep-2022: DressX partnered with Zepeto, an Asia-based metaverse platform. Following this partnership, DreesX would introduce a collection of digital-only wearables. Additionally, the collection offers an insight into the future of fashion in which ideas are born and brought to life authentically and completely in the digital world.

Jun-2022: Dolce & Gabbana partnered with SKNUPS. a Digital fashion platform. Following this partnership, Dolce & Gabbana would bring their Italian signature style into games.

Jun-2022: The Fabricant came into partnership with World of Women, the blue-chip NFT brand behind WoW & WoW Galaxy collections. Following this partnership, both companies would aim to develop a digital fashion collection.

Jan-2022: Adidas Originals came into collaboration with Prada, an Italian luxury fashion company. Under this collaboration, both companies would bring unique nonfungible tokens which would feature user-generated art. The project would aim to bring together participants in the design, crypto, and fashion industry for the joint development of digital artwork.

Aug-2021: DressX partnered with Crypto.com, a Non-Fungible token marketplace. With this partnership, DressX would open up the latest value and new life for NFTs and a distribution medium for AR fashion.

Aug-2021: Replicant collaborated with in3D, an online developer. The collaboration would provide shoppers with a sustainable virtual fitting room experience through the TRAI app. Additionally, this partnership enables consumers to live out their fast fashion fantasies in an environment that is much more sustainable given the traditional industry's existence of over-consumption and overproduction.

Jun-2021: Replicant Fashion joined hands with CYBR, a cybersecurity community with training resources. Under this alliance, companies are to release digital fashion collections out of this world. The products are created from liquid metal and have edging that emits light adorned with brushed metal hardware.

Apr-2021: LVMH teamed up with Prada and Cartier, part of Richemont. The collaboration would develop Aura Blockchain Consortium, a global luxury blockchain. With this alliance, companies would aim to offer a high level of traceability and transparency across the lifecycle of a product.

" Product Launches and Product Expansions:

Jan-2023: H&M unveiled Loooptopia, a riveting digital fashion experience, on the Robolux platform, a global online game and game creation system. The Looptopia serves both older and young customers through which they would play with materials and patterns for building virtual garments for their new look.

Nov-2022: Nike rolled out Swoosh, a Web-3-enabled platform for the brand's virtual designs and digital community. The Swoosh has its domain for users to develop, and create ad potentially earn royalties from communicable digital objects including virtual shoes and others.

Nov-2022: Adidas announced the launch of virtual gear, the 16-piece set consisting of hoodies and outerwear. The digital NFT wearables would ensure customers can use them in various online environments, such as on avatars in the virtual world or as a profile picture.

Jan-2022: H&M announced the launch of a Virtual fashion collection. The collection launched fulfils the company's aim to lead the transformation in the fashion industry by creating virtual fashion available to its customers.

Nov-2021: The Fabricant introduced The Fabricant Studio, an online design studio platform. The launched product was designed to make virtual fashion design available to anyone across the world.

Jun-2021: Auroboros unveiled the 'Biomimicry' collection, a digital ready-to-wear collection. The 14-piece collection combines nature technology to "wear the future and create your sci-fi-fantasy''. Moreover, the collection draws influence from a 21st-century experience, building the latest cultural identity created for the metaverse.

" Mergers and Agreements:

Dec-2021: Nike completed the acquisition of RTFKT, a brand that leverages cutting-edge innovation to provide modern collectibles that join gaming and culture. This acquisition would boost Nike's digital transformation that enables Nike to serve athletes and creators at the merger of gaming, creativity, culture, and sport.

Jan-2021: LVMH Moët Hennessy Louis Vuitton SE took over Tiffany & Co., the global luxury jeweller company. This acquisition would transform LVMH's Watches & Jewellery segment and align with LVMH's 75 distinguished Maison.

" Geographical Expansions:

Sep-2022: Adidas announced geographical expansion by opening a new facility in Bengaluru, India. The new facility would aim to set a new benchmark in street style and sneaker fashion, the latest store aims to become a cultural and fashion hotspot for the community across the city.

Scope of the Study

Market Segments Covered in the Report:
By Transaction By Technology By Application

Digital Content Creation

Fashion Design & Technology

Gaming

Others

By Geography
Key Market Players

List of Companies Profiled in the Report:

Adidas AG

Guccio Gucci S.p.A. (Kering Group)

Nike, Inc.

LVMH SE

H&M Group

The Fabricant Agency B.V.

Auroboros Ltd.

More Dash, Inc. (DressX)

Dolce & Gabbana S.r.l.

Replicant, Inc.

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digital clothing market competitive analysis

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digital clothing market industry players

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Digital Clothing Market Size, Share & Top Key Players, 2028

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The Global Digital Clothing Market size is expected to reach $2.5 billion by 2028, rising at a market growth of 26.6% CAGR during the forecast period. Digi

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Throughout this 12-week final major project, I have gained valuable insights and an understanding of digital fashion, a market that is quickly growing in the fashion industry. At the start of my research, my knowledge of digital fashion was limited, but as looked at the topic in more detail I recognised an emerging potential fashion technology holds in the digital landscape.

Secondly, after researching the topic I found that the role of digital fashion can potentially address issues of overconsumption and environmental impacts the fashion industry faces. Gaining an understanding of how digital fashion can notably reduce emissions and minimise waste. Digital Fashion is not only a trend in the industry but can solve a solution to the fashion industry's challenges.

Lastly, another aspect I learned about is the influence of Gen Z behaviour on digital fashion. There is a strong demand for sustainability, self-expression, and innovative technology that is driving the growth of virtual garments.

Overall, this project has broadened my knowledge and understanding of digital fashion and technology.

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NOTES

Fashion brands are increasingly embracing digital assets and responding to consumer needs.

Digital identity is an important aspect of the global virtual fashion world. 54% of consumers in the US said that the concept of digital identity is very important. Through the use of digital fashion, it will help consumers create and communicate their digital identities.

From Burberry to Jimmy Choo creating NFT products. Luxury brands are staying relevant in the digital fashion landscape.

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In total, the frequency of sentences related to digitalisation in fashion filings between October 2020 and September 2021 was 109% higher than in 2016 when Global Data, from whom our data for this article is taken, first began to track the key issues referred to in company filings.

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile - free sample

When fashion and accessories companies publish annual and quarterly reports, ESG reports and other filings, Global Data analyses the text and identifies individual sentences that relate to disruptive forces facing companies in the coming years. Digitalisation is one of these topics - companies that excel and invest in these areas are thought to be better prepared for the future business landscape and better equipped to survive unforeseen challenges.

To assess whether digitalisation is featuring more in the summaries and strategies of fashion and accessories companies, we calculated the percentage of total analysed sentences that referred to digitalisation.

Of the 10 biggest employers in the fashion industry, VF Corp was the company which referred to digitalisation the most between October 2020 and September 2021. Global Data identified 251 digitalisation-related sentences in the United States-based company's filings - 2.8% of all sentences. Christian Dior mentioned digitalisation the second most - the issue was referred to in 1.2% of sentences in the company's filings. Other top employers with high digitalisation mentions included LVMH Moet Hennessy Louis Vuitton, Hanesbrands and Hermes International.

Across all fashion and accessories companies the filing published in the third quarter of 2021 which exhibited the greatest focus on digitalisation came from Levi Strauss & Co. Of the document's 1,780 sentences, 18 (1%) referred to digitalisation.

This analysis provides an approximate indication of which companies are focusing on digitalisation and how important the issue is considered within the fashion industry, but it also has limitations and should be interpreted carefully. For example, a company mentioning digitalisation more regularly is not necessarily proof that they are using new techniques or prioritising the issue, nor does it indicate whether the company's ventures into digitalisation have been successes or failures.

In the last quarter, fashion and accessories companies based in the United States were most likely to mention digitalisation with 2.06% of sentences in company filings referring to the issue. In contrast, companies with their headquarters in Western Europe mentioned digitalisation in just 0.98% of sentences.

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Fashion filings: 50% increase in digitalisation mentions in Q3 of 2021

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Mentions of digitalisation within the filings of companies in the fashion industry rose 50% between the second and third quarters of 2021.

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Podcast: What is the point of digital fashion? karinna Grant - TED TALK DAILY

Grant highlights how digital fashion enables people to express themselves freely and authentically in virtual environments, disrupting traditional ideas about garment ownership and consumption. She thinks that digital fashion is a more environmentally friendly alternative to physical garment manufacture and waste.

Digital versions of physical products are making their way into our lives through gaming, social media and shopping. It's a new concept in the virtual goods industry, but in the last 5 years, it has explored digital-first brands like the fabricant creating digital clothes.

Luxury brands like Louis Vuitton, Gucci and Balenciaga have leveraged this market. bringing together gaming and luxury together.

"Digital fashion is characterised by infinite creativity."

"Digital fashion could also make us more sustainable. 150 billion garments are manufactured every year, with many of them unsold."

E-commerce return rates in fashion are high contributing to 40 - 60%. Brands like John Lewis have utilised AI and they have been adopting the " try-before-you-buy " concept and found that over 80 consumers have been trying on items every time they shop.